The story

Motability is the national UK charity that helps disabled people to become more mobile. Through research it became clear that not only were many of their customers not wheelchair users, but that many customers did not relate to the disability symbol which was included in the old logo.

The picture

We focused on the benefits that the charity offers to its customers – and the independence of having a car. The flower logo represents the joy and optimism of this, and is also subtly based on a wheel as a symbol of mobility.

“The logo still looks fresh, and the identity continues to work strongly for us” Declan O'Mahony, deputy director